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On-demand and shared mobility from a city perspective How to reap the benefits and mitigate the risks?
Author(s):
Reck, Daniel Jan Publication Date:
2019-11-27 Permanent Link:
https://doi.org/10.3929/ethz-b-000378183
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In Copyright - Non-Commercial Use Permitted
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On-demand and shared mobility from a city perspective: how to reap the benefits and mitigate the risks?
27 November 2019 | ITLS Leadership and Policy Seminar | Daniel J. Reck
Source: http://www.masabi.com/mobility-as-a-service/
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Daniel J. Reck 2
Passenger transport is changing
Source: Bloomberg
Discussions on impact ongoing and resulting net effects largely unclear
§ Congestion
§ Emissions
§ Accessibility
+
−
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Daniel J. Reck 4
^
Adapted from http://www.bikehub.co.uk/news/sustainability/iconic-waste-of-space-photo-keeps-on-giving/
Discussions on impact ongoing and resulting net effects largely unclear
§ Congestion
§ Emissions
§ Accessibility
+
−
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Daniel J. Reck 6
Observation
https://www.transitsystems.com.au/news/2018/4/19/transit-systems-secures- region-6-bus-contract
https://www.taxplanners.com.au/taxi-travel-services-ride-sourcing-uberx-tax- implications/
vs
Observation
https://www.transitsystems.com.au/news/2018/4/19/transit-systems-secures- region-6-bus-contract
https://www.taxplanners.com.au/taxi-travel-services-ride-sourcing-uberx-tax- implications/
&
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Daniel J. Reck 8
Emerging question from a societal perspective
How to integrate emerging mobility options with +
public transport and incentivize sustainable use?
Mobility as a Service
(MaaS)
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Daniel J. Reck 10
Mobility as a Service is not (entirely) new
U. S. Department
MOBILITY MANAGEMENT AND MARKET ORIENTED
of Transportation
Urban Mass LOCAL TRANSPORTATION
Transportation
Administration March 1991
Office of Technical Assistance and Safety
“The Mobility Manager accomplishes its goals by linking
together all travel modes – bus, taxi, vanpools, express bus, specialized services, carpools etc. at an informational level and, in most cases, at a transactional level as well»
US DoT, 1991, p. 16 In: Mulley (2017)
Conceptualizing Mobility as a Service (1/3): Elements
Platform integration Service bundling
App
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Daniel J. Reck 12
Conceptualizing Mobility as a Service (2/3): Stakeholders
Smith G, Sochor J & Karlsson M 2018. Mobility as a Service: Development scenarios and implications for public transport, Research in Transportation Economics
ECOSYSTEM
H o w i s t h e M o b i l i t y - a s - a - S e r v i c e e c o s y s t e m d i f f e r e n t f r o m t h e c u r r e n t e c o s y s t e m ? A D O P T I N G M a a S
[3] Smith G, Sochor J & Karlsson M 2018. Mobility as a Service: Development scenarios and implications for public transport, Research in Transportation Economics
MaaS Integrators MaaS Operators End-users
Transport service providers Public transport
providers
End-users
Transport service providers MaaS Operators
MaaS Integrators
Public transport providers
Conceptualizing Mobility as a Service (3/3): Topologies
Level of integration
Lyons et al. (2019)
Sochor et al. (2018) Hensher et al. (2020)
Single, separate services Integration of information
Integration of booking & payment Bundling/subscription, contracts Integration of societal goals (policies,
incentives)
Informational integration across (some) modes
(Some) operational and/or transactional integration Some journeys offer a fully
integrated exp.
Some modal combinations offer a fully integrated exp.
Multi-modal PAYGO (payment integration), mode specific platforms
Multi-modal travel platform (inf.
integration), mode-specific accounts Single account, single platform
Subscription bundle plans
Full oper., inf. and trans. integration across modes for all journeys
with bundling
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§ MaaS Bundles
§ Multimodal mobility plans (analogy: mobile phone plans for mobility)
§ (Partial) origins in Marketing literature: bundling
§ Common examples (outside of transport):
§ Fixed-price menus
§ Personal computers
§ Telecommunications
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Daniel J. Reck 14
Terminology
MaaS bundles -
state of practice
(commercial, non-trial)
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Whim (Helsinki, FI; West Midlands, UK; Antwerp, BE)
https://whimapp.com/plans/
swa Augsburg (Augsburg, DE)
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UbiGo (Stockholm, SE)
§ Modes: PT, carsharing, rental cars, taxi
§ Customizability
§ Metrics and budgets:
§ PT day-passes: 10-60
§ Carsharing hours: 6-36h
§ Rental cars days: 1-30d
§ Taxi trips: pay-as-you-go
§ Credit roll-over option
§ Households as relevant unit
§ Pricing principles: volume discount and a flexibility bonus
https://www.ubigo.me
MaaS bundles -
state of research
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Tyneside, and Sutherland – the five district authorities that make up the study area.3This means that the participants are located in different environmental settings with different levels of public transport services and private car use. This aspect of the sample again provides credibility for the stratification sampling method used in this project for establishing potential uptakes of MaaS.
Table 3provides summary statistics of the participants in terms of their travel needs in a typical week, both for Tyneside and Sydney.
On a typical Monday, a Tyneside respondent on average undertook 1.02 PT trips, 0.01 trips by taxi and 1.47 trip by car as a driver or as a Fig. 2.An illustrative choice screen.
3There are two respondents living outside, live on the border with, the study area. Keeping or removing these two respondents does not change the results.
C.Q. Ho, et al.
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Research on MaaS bundle design has commenced with stated preference surveys
Ho, C. Q., C. Mulley, D. Hensher (2020) Public preferences for mobility as a service: Insights from stated preference surveys, Transportation Research Part A: Policy and Practice, Special Issue, Forthcoming.
Main stated preference studies worldwide
§ Ho et al. (2018, 2020)
§ Explore preferences within MaaS bundles, willingness to pay (WTP) for components and willingness to subscribe in Sydney (AUS) and Tyneside (UK)
§ Sydney: Infrequent car users most likely adopters, non-users the least; WTP for some
components (PT day pass) lower than current daily caps -> cross-subsidies / business model
§ Matyas and Kamargianni (2018)
§ Estimate willingness to subscribe to MaaS bundle in London (UK)
§ Most respondents in London do not prefer shared modes (car-sharing, bike-sharing, taxi) in their plans, uptake depends on current modal mix
§ Guidon et al. (2020)
§ Compare WTP of bundles and stand-alone transportation services in Zürich (CH)
§ Higher WTP in bundle: public transportation, carsharing and park-and-ride
§ Lower WTP in bundle: (e-)bicycle-sharing and taxi services
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Revealed preference data can add a valuable perspective
§ All authors note dependence of future uptake of MaaS bundles and current modal mix
§ Corresponds with studies on habitual travel (e.g. Gärling and Axhausen, 2003)
§ Yet, revealed-preference data has not been used for research on the design of MaaS plans
§ Idea: understand current multimodal mobility
behavior to compose future MaaS plans
§ Reck and Axhausen (2019)
§ Analysis of a two-year panel of Danish students at DTU (Copenhagen) to investigate which MaaS bundles fit their mobility traces best
§ For most students (~85%), a PT season tickets is financially viable to purchase
§ Interestingly, the demand for both carsharing and bikesharing seems to vary too much across weeks/months for these two modes to be included as recurring budget in MaaS plans
§ A pay-as-you-go scheme seems more adequate here (or, alternatively, roll-over option or household sharing)
First revealed preference study on MaaS bundle design
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§ Bundle designs (research and practice) greatly differ in terms of design criteria (e.g., included modes, metrics, target unit, time frame, customizability, incentive structure, caps, roll-over option)
§ Example: taxi included in 7 of 8 analyzed bundles, but differences in how budget is measured (’metric’):
§ time-based metrics (minutes, hours)
§ number of included (free) trips
§ distance-based metrics (km, miles)
§ This complicates comparison of outcomes as they might be attributed to differences in design
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Daniel J. Reck 24
Observation
Main components of MaaS bundles
Term Definition Examples
Modes Modes of transportation included in the bundle. Public transportation, carsharing, (e-)bikesharing, e-scooters, taxi, car rental
Metrics Way in which a mobility budget / the mobility consumption of one mode is measured.
Time-based (minutes, hours, days), distance- based (km, miles), trip-based (number of trips) Target unit Entity the bundle is sold to. Individuals (residents, tourists), households,
employee groups
Time frame Period of single recurrence of a subscription. Weekly, fortnightly, monthly
Discounts Type and granularity of rebate. Trip-based (20% / $5 off each trip), budget-based (subsription fee or top up $50, pay $45)
Caps Limit to discounts, also referred to as budgets, depend on the metric.
Time-based (30 included hours), distance-based (300 included km), trip-based (10 free trips) Customizeability Bundles can be fixed or customizable. NA
Roll-over option Transfers unused credit to the subsequent time
period. NA
Necessary design criteria
Additional features
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Daniel J. Reck 26
MaaS bundles -
open questions & ongoing
research
How does MaaS (in general) and MaaS bundles (in specific)
impact travel behavior and car ownership?
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§ Measurement of travel behavior
§ Booking data, tracking data
§ Control group
§ “Disruption“ (MaaS app / bundle introduction)
§ Variety
§ Frequency
§ Sequence
§ Modeling of travel behavior
§ Short-term impact (e.g., emissions)
§ Long-term impact (e.g., ownership)
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Daniel J. Reck 28
Main components of impact measurement
Preliminary results for Augsburg (Germany)
§ Timeframe: 01.10.2018 – 30.09.2019
§ MaaS goal: customer retention
§ Trial goal: learn about customer
travel behavior under the influence of a subscription bundle
§ 50 participants
§ Competitively priced at 75 € / month (vs ≥ 110 € for stand-alone services)
§ City-wide PT pass (zones 10 & 20)
§ 30 h carsharing (any vehicle, unlimited km)
§ Unlimited ≤ 30 min bikesharing
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How does the subscription bundle affect travel behavior?
§ Carsharing
§ Bikesharing
§ Bus/tram
§ Private car
27 Nov 2019
Research questions
Daniel J. Reck 30
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051015202530
mean [h]
10 12 02 04 06 08 10 12 02 04 06
2017 2018 2019
● Mobil−Flat Control
Comparative time series analysis shows increase of carsharing demand among treatment group, yet below budget size
+ 23%
− 3%
Introduction Mobil-Flat
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How does MaaS (in general) and MaaS bundles (in specific)
impact travel behavior and car ownership?
Discussion
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References
27 Nov 2019
Daniel J. Reck 34
§ Gärling, T., and K.W. Axhausen. Introduction: Habitual travel choice. Transportation, 2003. 30 (1): 1-11.
§ Guidon, S., M. Wicki, T. Bernauer, and K.W. Axhausen. Transportation service bundling – for whose benefit? Consumer valuation of pure bundling in the passenger transportation market. Transportation Research Part A: Policy and Practice, Special Issue, forthcoming.
§ Ho, C.Q., D.A. Hensher, C. Mulley, and Y.Z. Wong. Potential uptake and willingness-to-pay for Mobility as a Service (MaaS): A stated choice study. Transportation Research Part A: Policy and Practice, 2018. 117: 302-318.
§ Ho, C.Q., C. Mulley, and D.A. Hensher. Public preferences for mobility as a service: Insights from stated preference surveys, Transportation Research Part A: Policy and Practice, Special Issue, forthcoming.
§ Matyas, M., and M. Kamargianni. Survey design for exploring demand for Mobility as a Service plans. Transportation, 2018.
§ Mulley, C. Mobility as a Services (MaaS) – does it have critical mass? Transport Reviews, 2017. 37 (3): 247-251.
§ Reck, D.J., and K.W. Axhausen. How much of which mode? Using revealed preference data to design MaaS plans.
Paper accepted for presentation at the 99th Annual Meeting of the Transportation Research Board, Washington, D.C., January, 2020.
§ US Department of Transportation. Mobility management and market oriented local transportation. 1991.
